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Page 1: Create News Releases that Drive Earned Media

5 Keys to CreatingEngaging Content toAttract Earned Media

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 2: Create News Releases that Drive Earned Media

CLICK THE TEXT ON THESLIDES TO DOWNLOAD OUR

FREE GUIDE

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 3: Create News Releases that Drive Earned Media

There is no shortage of information inthe digital age. The difficulty lies not in

finding relevant content, but inidentifying what is credible and

meaningful.

Laurie Smith, VP of Strategic Communications, Media andAudience Relations, CNW

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 4: Create News Releases that Drive Earned Media

80%EARNED MEDIA IS

MORE EFFECTIVE THAN OWNED MEDIA(Nielsen 2014)

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 5: Create News Releases that Drive Earned Media

DOWNLOADFIVE KEYS TO CRAFTING

NEWS RELEASES THAT DRIVEEARNED MEDIA

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 6: Create News Releases that Drive Earned Media

Include compellingimages

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 7: Create News Releases that Drive Earned Media

Text Only

Images

Images

Video

Video

Images

+ Text + Text + Text

+

+

+

Audio

170%

288%

399%

increase in views

increase in views

increase in views

MULTIMEDIA assetsincrease news releaseviews(CNW Web Analytics)

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 8: Create News Releases that Drive Earned Media

Appeal to severalaudiences

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 9: Create News Releases that Drive Earned Media

Include acall-to-action

DOWNLOAD EMAIL US FREE CALL

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 10: Create News Releases that Drive Earned Media

Put the story beforethe brand

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 11: Create News Releases that Drive Earned Media

Timing is Everything

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 12: Create News Releases that Drive Earned Media

DOWNLOADFIVE KEYS TO CRAFTING

NEWS RELEASES THAT DRIVEEARNED MEDIA

http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
http://cnw.newswire.ca/knowledge-center/CNW-Five-Keys-to-Crafting-News-Releases-that-Drive-Earned-Media.html?CO=N-CO-1.1.3&LS=LinkedIn&LSP=20K&LSC=N-CO-1.1.3
Page 13: Create News Releases that Drive Earned Media

[email protected]

www.newswire.ca

1­877­CNW­7890

@CNWGroup

http://www.newswire.ca/
http://www.twitter.com/cnwgroup
http://www.twitter.com/cnwgroup
http://www.newswire.ca/
http://cnw.newswire.ca/blog/

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